A profitable rebrand goes far past flashy graphics and high-res photographs. It tells a narrative. It positions a product to meet the needs and desires of the patron. Following the rebrand journey of Lettuce Develop, check out how visible components can implement the mission of your model, have interaction your shopper and domesticate unbelievable outcomes.
Lettuce Grow launched a glossy, revolutionary, hydroponic rising system that makes rising meals from residence accessible to the trendy way of life. Nonetheless, its branding, to on a regular basis individuals, introduced its product as simply one other gadget for gardening fanatics, versus a way of life that anybody can profit from. The previous website was cluttered and disorganized, leaving the customer with combined messages. The intense, colourful, cheery nature didn’t talk a premium product. Whereas a brilliant web site shouldn’t be inherently unhealthy, it isn’t proper for the millennial shopper that expects a Peloton or Away Baggage appear and feel.
At ONA Creative, we repositioned the Lettuce Develop model in a method that not solely displays the premium high quality and performance of the product, but additionally drives residence the model’s core values and key messaging, which encourage individuals to guide more healthy, extra sustainable lives. Concurrently, by highlighting these core values, we positioned Lettuce Develop squarely on the goal shopper intersection of meals, wellness and sustainability.
By means of the model technique and model identification, Lettuce Develop has advanced right into a model that makes the “rising your personal meals” way of life considerate, timeless and environment friendly. Listed here are the Eight components that remodeled Lettuce Develop.
The Lettuce Develop model mark represents the cycle of rising meals on the Farmstand, whereas the hidden triangle suggests a powerful basis, upward motion and a nod to the meals pyramid. The Lettuce Develop wordmark is used as the first brand together with the model mark when the chance permits. The curved crossbars within the letter E create a singular and iconic look, hook up with the model mark, and give a nod to progress.
All the icons had been hand-drawn to carry on the identical elegant, minimal visible language because the model mark. Futuristic, but approachable. Clear traces mirror the premium appear and feel of the rebrand.
The brand new shade palette was impressed by the colours and textures present in nature, particularly these discovered on a farm. Main colours of recycled white, pure black and kale are the core model colours that must be used when introducing the model and prominently thereafter. A combination of earth tones juxtaposed with a contact of brilliant colours. Off-white and off-black as a result of there is no such thing as a such factor as pure white or pure black in nature.
The secondary shade palette was impressed by a number of the brighter fruits and veggies one can develop on a Lettuce Develop Farmstand. Secondary colours are supposed for use very sparingly so as to add a component of playfulness to the in any other case muted shade palette.
Constant use of typography permits shoppers to instantly acknowledge any model, and Lettuce Develop isn’t any completely different.
We chosen Rubik as the first typeface. Rubik’s easy and geometric options embody the trendy aesthetic we needed to realize.
Supply Serif was chosen because the secondary typeface. It’s a traditional sans serif font that softens the model and creates a way of sophistication.
4. Web site
The website was redesigned with simplicity and premium high quality in thoughts. We needed our viewers to instantly sense and perceive the convenience and ease of getting and utilizing the Lettuce Develop Farmstand. As the patron scrolls by means of the positioning we break down each potential shopping for barrier to current this lovely system. Within the first month after the launch of the brand new web site, Lettuce Develop noticed a 15% conversion fee improve.
Understanding that the product itself was forward-thinking and superbly designed, we needed to create a considerate, timeless and minimal model. The packaging is an ideal expression of this effectivity, that includes the model mark on one aspect and the wordmark on the opposite.
The images captures aware fashionable individuals and households dwelling the “develop your personal” way of life. Gray and white tones are emphasised, with pops of inexperienced coming from greens. Glossy and fashionable aesthetics are complemented by natural uncooked supplies and textures together with stone, wooden and concrete.
The social technique and content material evolution mirrored the aesthetics of the rebrand, making a clear, premium appear and feel. The content material educates, encourages and engages the energetic Lettuce Develop group. The whole lot from social icons to testimonials was thought out, custom-designed and executed with the model in thoughts.
8. Electronic mail
We redesigned the e-newsletter, and constructed out the welcome and post-purchase drips with conversion in thoughts.
Reflecting on the patron response to this considerate, fashionable, minimalist model identification, it’s clear that the brilliant and poppy authentic model identification didn’t resonate with this viewers. The up to date visible components enchantment to the values and sensibilities of millennial shoppers which are prepared to spend money on a product they imagine in, and that tangibly stands for his or her values. Authenticity. Sustainability. Innovation. No combined messaging right here.
Every design ingredient works like a chapter within the total story of Lettuce Develop: a narrative that empowers individuals to stay sustainably and spend money on a wholesome, all-natural meals supply. Lettuce Develop as soon as supplied what was perceived as a mere gardening gadget. Now it gives a holistic way of life that may be handed onto future generations. There’s an infinite distinction. The logos, icons, typography, web site, packaging, images, social, and e mail belongings are geared towards a target market that values sophistication, luxurious, and ease. Goodbye neon colours. Goodbye litter. Good day Lettuce Develop.